Abstract (in English)

Because of its responsibility for managing a World Heritage Site, the Côa Valley Archaeological Park (PAVC) has a specific policy with regard to its stakeholders. Most local stakeholders and a large segment of the community have not yet realized that the region's achievement of sustainable development will rest on general upgrading of the socioeconomic structure. The aim of this paper is to explain why the PAVC advocates that the ability of the region to provide high-quality products and services,
which match the inestimable significance of the Côa Valley
rock art, will determine the success of a development project for the region based on cultural tourism. After an introductory overview of global cultural heritage management guidelines, we examine the challenges the PAVC faces in trying to establish specific management, preservation, and development strategies in this area of Portugal. We also discuss how, in certain cases,
following completely "politically correct stakeholder and community-friendly" guidelines can endanger the preservation
of our common cultural heritage.